Ministry of Sound

Brian Paddick begins advertising push to become London mayor


By The Drum Team, Editorial

March 6, 2012 | 2 min read

A pan-London integrated ad campaign to promote Brian Paddick, the Liberal Democrat candidate to become the Mayor of London later this year, has broken.

The campaign, created by former Ministry of Sound creative director Simon Moore through his company Baby, with media planning and buying by the7stars, features posters situations across 15 key Liberal Demcorat stronghold areas in London, targeting heavy footfall in areas such as Brent, Camden, Lewisham and Southwark.

Online elements will include display activity on Facebook and YouTube, broken down by geography and age, with SEO another important factor, aimed at those living in the city.

Display activity will take place on the Evening Stand website, as well as through its iPad and iPhone versions, with in-app banner also set to run through the Admob platform, following research undertaken by The7stars, aiming to deliver a wider mobile reach.

Anuschka Clarke at the7stars, commented: “Because of the nature of the campaign, tight targeting and agility were vital. Whilst reach is important, we had to ensure only the London electorate, and those voters identified as important to the result, see our ads. Social platforms are the perfect vehicle to achieve this, as not only do they facilitate conversations but they also offer tight targeting and lower risk.”

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